The Oneplus 6: A Cover Story

Vikas Agarwal, General Manager, OnePlus India talks to Dipali Banka about the first Indian magazine cover shot on a cellphone – Vogue India’s May 2018 edition cover featuring Aditi Rao Hydari, shot on the newly launched OnePlus 6, other consumer engagement campaigns, movie partnerships and celebrity engagement that have helped top-of-the-mind recall for the brand

The OnePlus 6 launch in Mumbai on Thursday turned out to be a huge affair with more than 1500 fans lined up at the NSCI Dome in Worli and no less a superstar than Amitabh Bachchan making a surprise appearance to announce the phone’s price in India.

Equally dramatic was the fact that OnePlus had collaborated with Vogue India for the first-ever Indian magazine cover, shot on OnePlus 6, for Vogue India’s May 2018 edition. According to Vikas Agarwal, General Manager, OnePlus India, this is part of the company’s ‘word of mouth’ marketing philosophy. “The idea of partnering with Vogue, known for their quality shoots, was to highlight the fact that even a brand of that caliber was comfortable using our smartphone for the cover shoot of the magazine. The kind of comfort and trust that they have in our smartphones is what we wanted to communicate, and that has actually led to many more conversations on the digital channel,” says Agarwal.